Media communication : an introduction to theory and process / James Watson.

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Bibliographic Details
Edition:3rd ed.
Published: New York : Palgrave Macmillan, 2008.
Main Author:
Watson, James, 1936-
Subjects:
Mass media.
Format: Book
Media communication : an introduction to theory and process /
Table of Contents:
  • Introduction: Studying Media
  • 1. Setting the Scene: Media in Context
  • Communication, culture, power
  • Hegemony: an overview
  • Technology and the march of time
  • Public Service Broadcasting: sailing in choppy waters
  • New world 'dysorder'
  • Context and study
  • 2. The Language of Study
  • The language of transmission
  • Signs, codes, texts
  • Orders of signification
  • Audience: the language of reception
  • 3. The Audience for Media: Perspectives on Use and Response
  • Identifying the complexities of audience response to media
  • Uses and gratifications theory
  • Issues of dependency
  • The emancipatory use of media
  • Cultivation theory
  • The resistive audience
  • Significant others
  • Ethnographic perspectives
  • Corporate intrusions
  • Resistance through appropriation
  • The fragmented audience and problems of measurement
  • 4. Media in Society: Purpose and Performance
  • Propaganda, profit, power
  • The public service model: technology and competition
  • Six normative functions of media
  • Functioning according to roles
  • Principles of media performance: possibilities and problems
  • Media performance and human rights
  • 5. The News: Gates, Agendas and Values
  • The cultural orientation of news
  • Selecting the news: gatekeeping
  • Setting the agendas of news
  • News values
  • Ideology and the news
  • Tabloid news values
  • 6. Narrative: The Media as Storytellers
  • Homo narrens: the storytelling animal
  • Narrative frames
  • Genre, codes and character
  • Newsworthiness, fictionworthiness
  • News as narrative
  • 7. The Practice of Media: Pressures and Constraints
  • Media communication and the 'project of self'
  • A framework for analysis
  • The dilemmas of professionalism
  • News management and the hazards of source
  • Uneven playing fields 1: gender imbalance
  • Uneven playing fields 2: ethnic imbalance
  • 8. The Global Arena: Issues of Dominance and Control
  • Information, disinformation, 'mythinformation'
  • Power games, public relations
  • Struggles for dominance: private sector v. public sector
  • The narrowing base of media ownership
  • Corporate power and the media
  • Limiting plurality: 'democratic deficits'
  • Global imbalances in informational and cultural exchange
  • 9. Network Communication: Visions and Realities
  • Cybervisions 1: dreams of freedom
  • Cybervisions 2: the Net as agent of change
  • Realities 1: the corporate embrace
  • Realities 2: shadow of the Panopticon - the Net is watching you
  • Self, other and 'reality' in cyberspace
  • 10. Research as Exploration and Development
  • Engaging the truth: research perspectives
  • Approaches to research 1: content analysis
  • Approaches to research 2: ethnography
  • Approaches to research 3: focus groups
  • The recognition of pleasure
  • Researching audience use of media technology
  • The Internet as a research tool
  • Researching network communication
  • Segmentation: the marketplace approach
  • Convergence of research approaches
  • Research as authentication: the picture that didn't lie
  • 11. 21st Century Perspectives
  • Power: pacts, profits, patriotism
  • The retreat from regulation
  • Audience: deconvergence
  • The media environment: global warnings
  • De-Westernizing media studies
  • Practitioners and public: resistance through coalition
  • The global responsibilities of media communication
  • Appendix 1. A Brief ABC of Perceived Media Effects
  • Appendix 2. Screen Violence as Influence and Commodity: An Ongoing Debate.

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